Careem chose acquisition to enter the Moroccan market. Identify 4 aspects of the operation that Careem needs to pay attention to in order to have a successful acquisition Based on the information from the case and your opinion as an International Business expert, pick two possible strategies Careem is likely to follow: “Global Standardization”, “Transnational Strategy”, “International Strategy”, “Localization Strategy” and justify your choice
Please read the article below and answer the following questions from the article as well as course materials and examples.
“UAE tech firm eyes Moroccan expansion after acquisition”
Arabian Business, March 20, 2015
Careem Networks, a UAE-based app and web-based chauffeur-driven car booking service, has announced that it will soon enter the Moroccan market after acquiring a local company.
Careen, which serves 14 cities across the Middle East, will expand into Rabat and Casablanca initially, with Marrakech being added in the future, the company said in a statement.
The expansion comes after Careen acquired Morocco-based car booking service Taxiii's assets, bringing its founder, Yassir el Ismaili el Idrissi and all other staff onboard.
Careem was founded in Dubai in 2012, and now operates in Abu Dhabi, Bahrain, Beirut, Cairo, Dammam, Dhahran, Doha, Dubai, Jeddah, Karachi, Khobar, Kuwait, Lahore and Riyadh.
The new service, called Careem Morocco, will be the largest aggregator of privately booked cars in the country, the statement added.
Careem, which was started by Magnus Olsson and Mudassir Sheikha, former consultants at McKinsey & Company, allows customers to book a car or order it on-demand through Careem's mobile app or website.
The UAE-headquartered start-up said it is growing at more than 30 percent month-on-month and has reached a headcount of more than 70 after only two and a half years of operations.
Selim Turki head of new products at Careem, said: "We have had our sights on Morocco for sometime and what better way to enter the market than to bring the most successful local player on board with us."
The new Careem Morocco will begin its service on March 26 in Casablanca.
1. Careem chose acquisition to enter the Moroccan market. Identify 4 aspects of the operation that Careem needs to pay attention to in order to have a successful acquisition
Based on the information from the case and your opinion as an International Business expert, pick two possible strategies Careem is likely to follow: “Global Standardization”, “Transnational Strategy”, “International Strategy”, “Localization Strategy” and justify your choice
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